Delivering profits by delivering happiness
Last year I had the privilege of interviewing the COO of Zappos Alfred Lin. He said something simple and yet profound at the same time. With all the hype around social media, Alfred believes that the phone is still the best device for building a relationship with a customer.
Call centre operators at Zappos are not measured by the number of customers they serve, or the duration of a call, but rather by how happy the customer is with the customer experience. Most call centre operators are measured by the speed with which they move onto the next call – not a Zappos, where this industry benchmark is not even measured. Customers who have heard about the level of service commitment have even tried to test Zappos by phoning them and ordering a pizza (not shoes or clothes which Zappos sells). Not surprisingly the Zappos call agent made a plan and had a pizza delivered to the customer.
This attention and commitment to the customer experience may not always result in an immediate sale, but word gets around. Where so many internet startup fail, Zappos has grown to over a billion dollars annual sales revenue in under ten years, seventy-five percent of its customers are repeat purchasers and last year was sold to Amazon for $1.2 billion. Whoever says customer service doesn’t pay should take a look at what the clever folk at Zappos are doing.